A Climate Pledge Friendly Badge - Is Packaging a Competitive Differentiator for Brands? - Episode 159

INTERVIEW WITH BRENT LINDBERG FROM FUSENEO 

DESCRIPTION

Amazon launched a Climate Pledge Friendly badge a couple of weeks ago, so we are talking today with Brent Lindberg, who is the Founder of Fuseneo, a packaging innovation, development, and prototyping firm with a team of industrial designers, engineers, and graphic designers, that crosses material and process boundaries to unlock solutions that help brands exceed online and on-shelf.

Join us to learn more about Amazon’s special packaging programs!

KEY TAKEAWAYS

  • Studies say that customers care and are willing to pay more for sustainable packaging, and they care about excess packaging and damaged products.

  • If brands are spending more on damaged products they are willing to protect their image by investing in sustainable packaging.

  • Ecommerce has a different approach to packaging, and this has been a harder shift for larger brands.

  • Factors influencing packaging design:

    • Size, weight, and cost of shipping (eCommerce-centric packaging).

    • There is an “up” and “down” in the retail environment, not in eCommerce (products won’t be standing upright, handled carefully); 

    • Privacy concerns - the risk of theft, adult products, sensitive products.

  • Amazon’s packaging programs:

    • Classifications of packaging (designed with customer experience in mind):

      • Prep-free - liquids and fragile products (Amazon preps); if a product passes a shipping simulation test, it can become certified as prep-free.

      • Ships in own container - when a product has its box (must pass the shipping simulation test to become certified).

      • Frustration-free packaging - easy to open, recyclable, small, optimal (same as SIOC, but has a few more tweaks).

    • Climate pledge friendly - enrolled in BR, has a certification (one of 20 different ones, such as Fair Trade), compact by design (unit efficiency in volume and weight).

  • Profitability factors:

    • Size of the shipping component

    • Changing products - liquids to bars of shampoo

    • Concentrating products (smaller packaging)

    • It can become complex - having different products for eCommerce.

MENTIONED IN THIS EPISODE

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